Reviews: Khloud Protein Chips and TofuGo

Khloud Protein Chips

After conquering popcorn, Khloé Kardashian’s functional snack brand is taking on a bigger, crunchier prize: tortilla chips. Khloud Protein Chips are made with real corn masa, pea protein and avocado oil, delivering 7 grams of protein per serving. Flavors include Nacho, Sweet Heat and Buffalo. The launch marks a natural next step for a brand that has scaled quickly since debuting last spring, muscling into more than 29,000 retail doors nationwide.

Things that stand out:

• It’s a smart extension; tortilla chips are the second largest category in salty snacks and a nearly $7 billion market with an entirely distinct snacking occasion and consumer base.
• The simple ingredient deck is a draw. The products are gluten-free, kosher and free from seed oils, artificial flavors and synthetic dyes.
• The crunch and flavor are somewhat similar to that of conventional chips – with a slightly thinner texture than other protein-packed chips – delivering a low-compromise snacking experience.
• Unlike the brand’s ready-to-eat popcorn offerings, the chips contain a plant-based source of protein as a more inclusive snacking option.
• The packaging design matches the brand’s popcorn bag scheme, creating a familiar and cohesive look across product lines with soft tones that stand out against saturated hues commonly found in the snack aisle.

Things to consider:

• We would love to see more flavor variability across the lineup. Buffalo and Sweet Heat hit somewhat similar notes. Cool Ranch with a Khloud twist would be a surefire hit.
• The chips are a bit flimsy and break easily in the bag, becoming an unlikely candidate for dipping in a guacamole or thick queso.
• Is 7 grams of protein a compelling proposition? Other high-protein tortilla chips contain upwards of 20 grams per serving. We believe this lower target is by design, as Khloud is differentiating itself as an everyday lifestyle-centric brand rather than a performance-oriented one.

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TofuGo

Ready-to-eat tofu is not a well-known snack option in the U.S., but in Sichuan, China, dried tofu (or dougan) is a common on-the-go option. TofuGo is bridging the gap between U.S. consumer demand for healthy, high-protein convenience foods and a growing taste for authentic Asian flavors. Available in two flavors – Soy BBQ and Spicy Chili – TofuGo is sold as 3-packs of shelf-stable, individually packaged tofu squares.

Things that stand out:

• Branding is spot on with a cute tofu mascot and a “World’s Fastest Tofu” tagline.
• The use of protein bars as a product comparison helps potential consumers understand that it is tofu for snacking instead of cooking.
• There is significant room to grow the flavors into many different Asian cuisines or dishes.

Things to consider:

• The two flavors cater to different taste profiles, each of which could be boosted. The Spicy Chili is not hot enough and could even incorporate crispy bits for a textural component. The Soy BBQ is tasty, but it could also afford to have the flavor punched up.
• Individually wrapping the tofu squares is a helpful packaging design choice. It could be improved by adding protein callouts to reinforce the comparison to other ready-to-eat protein snacks.
• The product images on the front of the packaging resemble chocolate-covered tofu. Switching it out for an illustration or a different image would help position the product as a savory option.

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